I have 5 email subject lines that work exceedingly well.

On this page, I'll teach you the first one - no registration required.

If you'd like to learn the other 4, you can enter your email address, and I'll send them to you free.


The Takeaway Subject Line

In this quick tutorial, I'm going to:

  • show you two Takeaway Subject Lines I wrote for real emails
  • show you why the Takeaway Subject Line is so powerful
  • show you how to write the Takeaway Subject Line for your own emails
  • show you what to put in the body of your emails that use the Takeaway Subject Line

 

Takeaway Subject Lines I Wrote For Real Emails:

  • why you should NOT come to my private webcast today
  • I may not be the right attorney for you

 

Why The Takeaway Subject Line Is So Powerful:

  1. It makes your email stand out in over-crowded inboxes. How many subject lines do you see in your inbox that tell you why you should NOT come to a webinar, or suggest that the sender may NOT be the right attorney for you? So, The Takeaway Subject Line scores big on standing out in your subscribers’ inboxes, which is tough to do these days, and critical for getting your emails read.
  2. IT DRIVES PEOPLE CRAZY! We all have it embedded deep in our evolutionary DNA to run from things that chase us and chase things that run from us. When a person or company who has something we are interested in, tells us that we can’t have it, or that it’s not right for us… we all tend to want it more! Ever known someone who was in a relationship and they were kind of drifting along, not very passionate or involved in the relationship, and then the other person broke up with them, and all of sudden, they wanted that person more than anything in the world and started begging and pleading to get back together? Welcome to being human - we are strange and illogical creatures!
  3. It makes you seem successful.
    1. Why does The Takeaway Subject Line make you seem successful? It’s basically saying here’s why you shouldn’t come to my webcast, and here’s why I might not be the right attorney for you, and it’s inferring, “I don’t need your business, because I’m already very successful and busy.”
    2. Why is it powerful for your readers to see you as successful? People want to do business with people who are successful. This is a shortcut for decision making our brains take - it makes us feel like we’ll be safer and get a better result if we hire or buy from someone successful. Ever walk into a restaurant on a Saturday night at 7:30 and you were the only people there to eat? What did you feel at that moment?
  4. It makes you seem credible and trustworthy. Imagine you met with two salespeople, and you asked them both: “Why should I buy from you?” The first salesperson responds by going into a lengthy pitch about how his company and products are the best, yada, yada, yada. The second salesperson says, “Well, I’m not sure that you should buy from us - only because I don’t have enough information yet to know. Would it be ok if I asked you a few questions to understand you situation better and see if we’re actually a good fit?” Which salesperson would seem more trustworthy and already have more credibility with you? The Takeaway Subject Line does the same thing, but in a very compact and condensed way - it says, “this might not be right for you,” which creates powerful trust and credibility.

 

How To Write The Takeaway Subject Line:

It’s pretty easy to write these. Just think about what you want your reader to do.

  • I want my reader to attend my webcast.
  • I want my reader to hire me as their attorney.

Then write a subject line suggesting they DON’T DO that exact thing.  :)

  • Why you should NOT come to my private webcast today
  • I may not be the right attorney for you

And now, you may be thinking: “Ok, but what do I write in the email?”

Good question.
 

 

What To Write In Your Emails That Use The Takeaway Subject Line:

There are lots of directions you could go in for what to write in the email. Let me show you what I did in each of the real examples I used above.

Takeaway Subject Line 1: why you should NOT come to my private webcast today

Here's what I did in the body of the email for this one (I’m paraphrasing so I don’t infringe on my client’s intellectual property):

In this email, I say, “Yesterday I sent you an email inviting you to my private webcast that’s happening today at 2pm. I wanted to write you today because there’s actually a reason you might not want to attend.”

Then I explain why the reader might not want to attend: “Here’s the thing: It’s looking like the webcast might go a little longer than I expected and I just wanted to give you fair warning. This is because, as I’ve been preparing my notes for the call, it’s been hard for me to cut things out, because there’s so much great content that I want to share.”

Then I say, “But here’s why I think this is good thing, not a bad thing…”

Then I go on the explain that “my goal for the webcast is to make sure every person attending walks away with at least one idea they can put to use immediately to start getting some new and better results now. And since you can never tell which idea or technique will hit home for any given person, I think I may be subconsciously putting in all my best stuff to make sure I hit my goal!”

So, I used The Takeaway Subject Line, which makes my client stand out in over-crowded inboxes, makes his readers crazy because we’re hinting at taking the webcast away from them (which makes them want it even more), makes my client seem successful, and credible, and trustworthy…

...AND THEN, in the email, I reveal the reason you might not want to attend (to “pay off” the subject line) - it’s going to be longer than expected - but then I turn that into yet another reason you DEFINITELY SHOULD attend the webcast by saying these things:

  • “...there’s so much great content that I want to share.”
  • “...my goal for the webcast is to make sure every person attending walks away with at least one idea they can put to use and implement immediately to start getting real results.”
  • “I think I may be subconsciously putting in all my best stuff to make sure I hit my goal!”

Very powerful.

 

Takeaway Subject Line 2: I may not be the right attorney for you

Here's what I did in the body of the email for this one (I’m paraphrasing so I don’t infringe on my client’s intellectual property):

I started this email by saying, “I may not be the right attorney to help you with your family and estate planning needs, but I’d like to share this with you…”

And then I share a powerful testimonial from one of this attorney’s real clients that explains how patient this attorney is, and how she made the client feel comfortable, and educated her about the complex topic of estate planning, and how detail-oriented and expert she is, etc.

Then I make a statement that readers can all agree with: family and estate planning is a complex, confusing topic, but it’s very important for your kids if something were to happen to you (this attorney helps people write wills, among other things).

Then I say something like, “So, this is why I do everything I can to make you feel comfortable, make sure you understand everything - even the complex stuff, show you all of your options before proceeding...” basically mirroring the positive attributes mentioned in the testimonial above.

Then I make the power statement. “At the end of the day, I may not be the right attorney for you, but if the things I mentioned above, and the things mentioned in the testimonial I shared, are important to you - then I may.”

Then I put the ball in their court, and let them make the decision (with a sprinkling of scarcity so they take action now): “It’s easy and risk-free for you to find out. I have a few spots left, so you can still get one of my Free 1-Hour Estate Planning Sessions…”

And then I include a call-to-action to get the reader to sign up for a free 1-hour consultation.